Copywriting that makes connections.

[copyTHINK articles]

Is it the promise of a desired result? Maybe someone's recommendation?
Or, perhaps you just “feel right” about it. Like buying
this product or service is an extension or an expression of who you are?

Good reasons, all. But certainly not conclusive.

If any one human being had the definitive answer to this question and
somehow was able to apply it in a profit-making venture, no doubt he or
she would be quite wealthy. But you and I both know there’s no
one answer. Instead, we have theories. Maybe we can lump all those
theories together and we can begin to formulate a complete answer. That
could work, but then we create another problem: leveraging this
All-Powerful Marketing Answer into an actionable plan our creative
minds can work though and execute.

Why? Because much of The All-Powerful Marketing Answer is based on perception…an exceedingly difficult thing to manage.

Often, perceptions aren’t even based in reality. They’re
the derivative of opinions based on other opinions, which are based on
other opinions. Facts get lost, and whether positive or negative, the
truth becomes irrelevant.

Unless, of course, we’re able to identify the core truths of the
brand we’re offering a market and be disciplined enough to build
our entire branding, marketing and advertising strategy on that
foundation of truth. NO MATTER HOW RISKY OR RENEGADE THAT STRATEGY MAY
BE.

“Good theory, Barone,” you say. “Where’s the evidence it holds any water?” you ask.

Hopefully, in your financial portfolios.

A recent four-year study of 33 publicly-traded companies showed that perception (according to the EquiTrend method)
had positive effects on the return on investment into those
companies’ stocks. In other words, the better the perception was
about a company, the more money it typically made. And when you wipe
away all the fluff and bubbles, isn’t making money the ultimate
black and white, clear as day, irrefutable measure of a successful
branding, marketing and advertising strategy?

As a copywriter, my point in presenting you this idea of creating a
perception based on truth is that it is, in large part, a task
accomplished by what you say to your market and how you say
it—the kind of stuff I deal with.

And if I may offer a little insight into the matter: many businesses
don’t get that or practice it. They may know that having a
well-designed professional image is important, but often times, the
messaging takes a strategic backseat and is often relegated to the
person who has a little extra time to whip something up. In larger
companies, it may not be as simple as having “Bob in the back
cube” come up with something. However, there could be a
disconnect between the best, most strategic way to verbally engage your
customers and what you’re doing…in your marketing
collateral, on your website, in your advertising or in your retail
environments.

In other words, creating a positive perception isn’t the work of
“afterthinking.” It requires deep thinking, hard research
and deliberate execution by your entire marketing, branding and
advertising team.

Something to think about, anyway.

-Adam

Adam Barone is a freelance copywriter from the Boston area, who writes
results-generating copy for such clients as The Timberland Company,
Sprint, and other clients and ad agencies. (C) Adam Barone 2007. All
rights reserved. Reprint rights granted as long as the article is
published in its entirety, including links.